2006 Aston Martin Db9 Volante on 2040-cars

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Aston Martin wants to be the Hermes of the car world

Aston Martin doesn't want its wealthy potential customers to perceive the brand as just another sports car maker. The company wants to transform those perceptions so that buyers see its products as luxury goods on par with high-end accessories. If this change can successfully bring in more cash, the business could consider an initial public offering in the coming years. "We seek to position ourselves as the automotive equivalent of Hermes, not as the counterpart of Ferrari." CEO Andy Palmer explained the change to Bloomberg, referencing the boutique French brand. The desire to change buyer impressions comes as Aston Martin pivots away from a focus predominantly on sports cars and more towards high-performance luxury vehicles. For example, the company already has sedans in the lineup like the Rapide and Lagonda Taraf. The future range will also reportedly include an electric Rapide and another Lagonda. The production version of the DBX crossover (concept above) will add one more segment around 2019. However, Aston Martin won't completely abandon coupes because the DB11 will arrive in 2016, and a new Vanquish and Vantage will eventually follow. For Aston Martin to have a future, Palmer believes the company needs to look in new directions, especially with models like the DBX. According to Bloomberg, execs there hope that appealing to more customers could help the business see a net profit in the next three years, which hasn't happened since 2010. To save even more money going forward, the business recently cut 15 percent of its workforce mostly from white collar employees. Featured Gallery Aston Martin DBX: Monterey 2015 View 16 Photos News Source: BloombergImage Credit: Copyright 2015 Drew Phillips / AOL Aston Martin Crossover Luxury Performance Sedan aston martin rapide aston martin lagonda aston martin dbx

Why you should run out and buy a vintage Aston Martin Lagonda right now

Aston Martin has a reputation for crafting some of the world's finest luxury GTs, and with a little help from James Bond, it has also become a quintessential British brand. While the company's models are known for combining speed and luxury, they certainly aren't recognized for being inexpensive. However, there might be a way to get the Aston badge and potentially make a little extra money if you ever decide to divest. Bloomberg suggests looking outside the mainstream by taking a closer look at the original wedge-shaped Lagonda (above). First shown in the mid '70s, the Lagonda looks like nothing else on the road before or since. Early models feature pop-up headlights and styling so sharp the sedan appears to be slicing through the air, even while sitting still. Later revisions softened the design slightly, and even Aston Martin's modern reinterpretation (inset) doesn't go as far as its predecessor. The interior is what really makes the Lagonda famous (or infamous), though. With instruments displayed on LEDs or CRT screens, depending on model, it's like the science fiction in there. Power is provided by a 5.3-liter V8 quoted at around 280 horsepower, according to Aston Martin. Unfortunately, the Lagonda's avant-garde styling and reputation for unreliability hasn't garnered much love for the super saloon over the years. Aston Martin only made 645 of them by the time production ended in 1989. The tide appears to be turning, though, and the sedan's value is rising strongly. According to Bloomberg, citing Hagerty, prices currently average about $44,000, up 61 percent since 2010, and the later, somewhat more reliable examples are up 85 percent. Perhaps those values are soaring because those lining up for the new Lagonda (a.k.a. Taraf) are looking for a historical counterpart to display alongside their next car. Head over to Bloomberg to get the full story on why it might be time to reconsider these once unloved four-door Astons.

Woman wins Aston Martin during Price is Right Dream Car Week

If you need a quick shot of happiness to warm your day, watch this clip of a woman's reaction as she wins a $120,000-Aston Martin V8 Vantage on The Price is Right. The show doesn't usually give such high-dollar vehicles, but this is Dream Car Week, which considerably increases our interest in the prizes. This wedding photographer plays Spelling Bee where the goal is to pick the letters for "car" or win immediately with one of the cards that displays "Car." Skip to 3:38 into the video to dispense with her choosing the prices of items and get straight to the heart of the game. Host Drew Carey tries to convince the woman not to play with the offer of $25,000 cash, but she presses forward. That was a great decision, and the woman goes wild about winning the British sports car. It's wonderful to see someone so excited about getting such a fantastic prize. We hope she really enjoys driving her new Aston Martin. Related Video: